Tokyo-based Baroque Japan Limited, operator of more than 340 apparel and accessories stores in Asia, has introduced Azul by Moussy-in the spotlight, a line of perfumes and ancillary scented products, in its 92 Azul by Moussy stores in Japan. Prolitec, Inc., a Milwaukee-based global provider of ambient scenting technology and services under the Air/Q brand, played an integral role in creating the collection, commissioning world-renowned perfumer Christophe Laudamiel to formulate the retailer’s fragrance.

Prior to the launch, Baroque had been using wall-mounted Prolitec scenting machines to disperse its signature ambient scent—also designed by Laudamiel—throughout each Azul by Moussy location as a means to enhance the store’s atmosphere. “Customers’ reaction to the ambient scent was consistently positive, with shoppers continually inquiring where they could purchase similarly scented products,” noted Tada Takanori, President and COO of EntreX, the Tokyo-based Prolitec Certified Service Provider (CSP) that installed and maintains Azul by Moussy’s scenting machines.

Such feedback eventually spurred the development of the line, which includes roll-on and solid perfumes, an eau de toilette, a body mist, hand cream, room spray, a candle and a shampoo/conditioner. The line was designed to target a customer base of men and women ages 18 to 29.

“The fact that consumers clearly wanted to take home a fragrance based on the store’s signature scent reflects its strong appeal, as well as the potential of our ambient scenting technology to generate increased sales,” commented Roger Bensinger, Prolitec Executive Vice President of Marketing and Business Development.

The original decision to move ahead with the line called for creating an eau de toilette and roll-on perfume whose scent would support Azul by Moussy’s cool, edgy brand image, added Takanori. However, he noted, a preference among Japanese consumers for “less scented” products led the company to extend the collection to include a hand cream and body mist. The eau de toilette and roll-on perfume options have emerged as the line’s top-two sellers.

According to Laudamiel, Azul by Moussy-in the spotlight combines “natural, fresh elements with a bright, contemporary uniqueness. It invisibly brings bright light into the dark wooden stores and shines onto the shoppers. Furthermore, the surprising success of the Eau de Toilette demonstrates that Japanese consumers are interested in skin fragrances when appropriately developed for them.” Laudamiel, the founder and master perfumer of DreamAir® LLC —a designer of custom fragrance solutions and technologies headquartered in New York City—has created fragrances for such houses as Abercrombie & Fitch, Burberry, Clinique, Estee Lauder, Humiecki & Graef, Michael Kors, Nest and Tom Ford. He is also the first and only perfumer to have scents formally archived (at Harvard University in Cambridge, Mass. and the International Grasse Perfume Museum in Grasse, France).

The Air/Q units that disperse Azul by Moussy’s signature scent offer an on-board computer that can be used to control both the intensity and the duration of custom scent effects, up to and including programmable start and stop times. The company’s micro-droplet technology uniformly treats the air throughout large and small spaces using ultra-low concentrations of liquid, enabling commercial customers to take a safe and sustainable approach to scenting.

“By combining an ultra-low concentration of fragrance with a ‘smart’ and environmentally sensible delivery system, retailers can communicate to customers with scent as never before,” Bensinger concluded.

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